QUANTITATIVE
METHODS
Quantitative methods emphasize objective measurements
and the statistical, mathematical, or numerical analysis of
data collected through polls, questionnaires, and surveys, or
by manipulating pre-existing statistical data using
computational techniques.
Quantitative techniques
Quantitative techniques may be defined as those
techniques that provide the decision-makers with a
systematic and powerful means of analysis, based on
quantitative data.
Difference in Method and Technique
Method is “an overall plan for the orderly presentation of language
materials, no part of which contradicts, and all of which is based upon,
the selected approach”.
Technique is “implementational”, referring to “ a particular trick,
strategy, or contrivance used to accomplish an immediate objective.”
Difference in Method and Methodology
Methods are just behavior or tools used to select a research
technique.
The methodology is an analysis of all the methods and
procedures of the investigation.
Quantitative data is data that can be counted or measured in
numerical values. The two main types of quantitative data are
discrete data and continuous data.
Some basic examples of quantitative data include:
• Weight in pounds.
• Length in inches.
• Distance in miles.
• Number of days in a year.
• A heatmap of a web page.
quantitative variables are variables measured on a numeric scale.
Height, weight, response time, subjective rating of pain, temperature,
and score on an exam.
Examples of qualitative data include open-ended survey responses,
interview
transcripts, and observational notes.
Examples of quantitative data include numerical survey
responses, test
scores, and website traffic data.
The role of the researcher in quantitative research
encompasses designing rigorous studies, collecting and analyzing
numerical data, interpreting findings, ensuring validity and
reliability of data, and strictly adhering to ethical standards.
The advantages of mixed-method research
• Enrich your story: You can use qualitative data to color the insights that were
revealed in your quantitative survey.
• Examine your narrative: You can generate hypotheses from the opinions
uncovered in qualitative research, then cross-reference these against a
wider sample with a quantitative approach.
• Explain the surprises: You can use qualitative data to better understand
any unexpected results from quantitative data.
The benefits of quantitative research
• You get your hands on a larger sample: With a quantitative survey, a much
broader study can be done – one that involves more people.
• You get objectivity and accuracy: There are far fewer variables involved with
quantitative research.
• It’s faster and easier: With quantitative data collection, you can step into the
world of automation.
• You can save money: Because they’re quicker to run, quantitative methods are
famously cost-effective.
Quantitative research involves analyzing and
gathering numerical data to uncover trends,
calculate averages, evaluate relationships, and
derive overarching insights. It’s used in various
fields, including the natural and social sciences.
Research designs in the quantitative realm outline how
data will be collected and analyzed with methods like
experiments and surveys.
Qualitative methods complement quantitative
research by focusing on non-numerical data, adding
depth to understanding.
Quantitative Research?
Quantitative research collects statistically
significant information from existing and
potential customers using sampling methods
and sending out online surveys, online polls,
and questionnaires.
QUANTITATIVE METHOD OF RESEARCH
- Surveying to measure employee engagement with numerical rating scales.
- Analyzing sales data to identify trends in product demand and market
share.
- Examining test scores to assess the impact of a new teaching method on
student performance.
Quantitative Research Methods
Quantitative research methods are systematic
approaches used to gather and analyze numerical data
to understand and draw conclusions about a
phenomenon or population.
• Primary quantitative research methods
• Secondary quantitative research methods
Primary Quantitative Research Methods
The distinct feature of primary research is that the
researcher focuses on collecting data directly rather
than depending on data collected from previously
done research.
Three Distinctive
A. Techniques and Types of Studies
B. Data Collection Methodologies
C. Data Analysis Techniques
A. Techniques and Types of Studies
1. Survey Research
- Surveys are used to ask questions to a sample of respondents, using various
types
such as online polls, online surveys, paper questionnaires, web-intercept surveys,
etc.
- It is the first step towards collecting data for any research.
- This type of research can be conducted with a specific target audience group
and also can be conducted across multiple groups along with comparative
analysis.
2. Correlational Research
- Correlation research is conducted to establish a relationship
between two closely-knit entities how one impacts the other, and
what changes are eventually observed.
- This research method is carried out to give value to naturally
occurring relationships, and a minimum of two different groups
are required to conduct this quantitative research method
successfully.
3.Causal-comparative Research
- this quantitative research method is used by researchers to
conclude the cause-effect equation between two or more
variables, where one variable is dependent on the other
independent variable.
- This research is conducted irrespective of the type of
relationship that exists between two or more variables. A
statistical analysis plan is used to present the outcome using
this quantitative research method.
4. Experimental Research
- This theory has yet to be proven before and is merely a
supposition. In experimental research, an analysis is done
around proving or disproving the statement.
- This research method is used in natural sciences. Traditional
research
methods are more effective than modern techniques.
B. Data Collection Methodologies
The second major step in primary quantitative research is
data collection. Data collection can be divided into sampling
methods and data collection using surveys and polls.
1. Data Collection Methodologies: Sampling Methods
There are two main sampling methods for quantitative research:
Probability and Non-probability sampling.
Probability sampling: A theory of probability is used to filter
individuals from a population and create samples in píobability
sampling.
Non-probability sampling: Non-probability sampling is where the
researcher’s knowledge and experience are used to create samples.
Probability Sampling
Four main types of probability sampling:
1. Simple random sampling: This sampling technique is
implemented
where the target population is considerably large.
2. Stratified random sampling: In the stratified random
sampling method, a large population is divided into groups
(strata), and members of a sample are chosen randomly from
these strata.
3. Cluster sampling: Cluster sampling is a probability
sampling method using which the main segment is divided
into clusters,
4. Systematic sampling: Systematic sampling is a
technique where the starting point of the sample is chosen
randomly, and all the other elements are chosen using a fixed
interval.
Non Probability Sampling
Five non-probability sampling models:
1. Convenience sampling: These samples are quick
and easy to implement as there is no other parameter of
selection involved.
2. Consecutive sampling: Consecutive sampling is quite similar
to
convenience sampling.
3. Quota sampling: Using quota sampling, researchers
can select elements using their knowledge of target traits
and personalities to form strata.
4. Snowball sampling: Snowball sampling is conducted
with target audiences who are difficult to contact and get
information.
5. Judgmental sampling: Judgmental sampling is a non-
probability sampling method where samples are created
only based on the researcher’s experience and research
skill.
2. Data collection methodologies: Using surveys &
polls
A survey is defined as a research method used for
collecting data from a pre-defined group of respondents to
gain information and insights on various topics of
interest.
Survey Distribution and Survey Data Collection
Survey distribution to collect data is the other important aspect of
the
survey process.
Email QR Code
Buy respondents SMS survey
Embed survey on a website Offline Survey
App Social distribution
Using polls for primary quantitative research
The most commonly used types of polls are election polls and
exit polls. Both of these are used to collect data from a large
sample size but using basic question types like multiple-choice
questions.
C.Data Analysis Techniques
The third aspect of primary quantitative research design is data
analysis.
• SWOT analysis: SWOT Analysis stands for the acronym
of Strengths, Weaknesses, Opportunities, and Threat
analysis.
• Conjoint Analysis: Conjoint Analysis is a market analysis
method to
learn how individuals make complicated purchasing decisions.
• Cross-tabulation: Cross-tabulation is one of the
preliminary statistical market analysis methods that establish
relationships, patterns, and trends within the various
parameters of the research study.
• TURF Analysis: TURF Analysis, an acronym for Totally
Unduplicated Reach and Frequency Analysis, is executed in
situations where the reach of a favorable communication source
is to be analyzed along with the frequency of this
communication.
Secondary Quantitative Research Methods
Secondary quantitative research or desk research is a research
method that involves using already existing data or secondary
data.
Five popularly used secondary quantitative research
methods:
1. Data available on the Internet: With the high penetration of the
Internet and mobile devices, it has become increasingly easy to conduct
quantitative research using the Internet.
2. Government and non-government sources: This data is highly
reliable and in-depth and hence, can be used to increase the validity of
quantitative research design.
3. Public libraries: Public libraries have copies of important research that was
conducted earlier.
4. Educational institutions: Educational institutions conduct in-depth
research on multiple topics, and hence, the reports that they publish are an
important source of validation in quantitative research.
5. Commercial information sources: Local newspapers, journals, magazines,
radio, and TV
stations are great sources to obtain data for secondary quantitative research.
Quantitative Research Examples
1. A customer satisfaction template can be used if any organization would like to
conduct a customer satisfaction (CSAT) survey.
This data can be collected by asking a net promoter score (NPS) question,
matrix table questions, etc. that provide data in the form of numbers that can
be analyzed and worked upon.
1. an organization that conducts an event, collecting feedback from attendees
about the value they see from the event. By using an event survey, the
organization can collect actionable feedback about the satisfaction levels of
customers during various phases of the event such as the sales, pre and post-
event, the likelihood of recommending the organization to their friends and
colleagues, hotel preferences for the future events and other such questions.
Summary
quantitative research involves collecting, analyzing, and
presenting quantitative data using statistical analysis. It
offers numerous advantages, including the collection of
reliable and accurate data, quick data collection, a
broader scope of data analysis, and the elimination of
bias, making it a valuable approach in the field of
research.
Activity 2
1. What are the Advantages of Quantitative
Research?
2. QUANTITATIVE RESEARCH CHARACTERISTICS
Note:
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